Embrace Equity
Palestra italiana
Art Direction – Photography
A campaign developed for International Women’s Day for Palestre Italiane, a national gym chain by Prime.
The project explores strength, inclusivity and identity in a fitness context, shifting the focus from performance and aesthetics to presence, accessibility and personal progression.
The project starts from a simple observation:
strength is not defined by age, starting point or physical condition.
In a context dominated by performance and idealized bodies,
the campaign shifts the focus toward presence and accessibility.
Rather than staging idealized fitness imagery, the campaign features real women who train in the gym, across different ages and levels of experience.
Participants were selected directly in the gym, inviting women who were already training in that space.
No predefined profiles — only the intention to include a range of ages, bodies and training levels.
The recurring gesture
Arms crossing the body acts as a visual anchor throughout the campaign.
It references the symbolic act of embracing oneself, a gesture that, in the context of International Women’s Day, moves beyond physical affection.
It becomes a statement of:
self-acceptance
inner strength
recognition of one’s own value
personal freedom
At the same time, the gesture suggests protection and control, creating a tension between vulnerability and strength.
Visual language
- Real casting within the gym
- Controlled but natural lighting
- Repetition of gesture
- Vertical-first composition
- Graphic intervention
Output
Social campaign
Vertical formats (feed & stories)
Motion-based reel.
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BEHANCE